Long-Standing Winners 

•  Pureology’s dominance extends beyond the color care segment, now leading with an item across categories like shampoo, conditioner, and treatments. This success stems from a consistent focus on its core identity which is color care. Pureology also maintained strong distribution levels in 2024, keeping prices flat while competitor prices rose.  
• Aveda and Moroccanoil continue to hold their ground with a bestselling product in functions like clarifying, and curl care respectively.  

• Tea Tree continues its reign in scalp care, with a product that has held the top spot for four consecutive years.  

New Segment Leaders 

•  Layrite reclaims the top spot in the men’s segment with a product that also led the category in 2021—and now makes a strong return in 2024. 
• An item in Matrix’s Food for Soft line is moving from newcomer status in 2023 to moisturizing segment leader in 2024. 

• Two products from Olaplex rise to the top in repair/condition and shine segments. 

• Paul Mitchell becomes the new leader in the Smoothing/Frizz Control category, replacing an Olaplex item that led the segment for the past three years. 

Sub-Brand Expansions  

•  New ranges from Redken and Aveda focus on curl care which is also the only product segment that didn’t decline in 2024. 

• The downsizing of Olaplex has created a gap in the repair category, and Kérastase is moving in with its new Première line. 

Want to understand what’s trending and growing across categories, brands, regions, salon sizes, and price tiers? Updated quarterly, Kline PRO offers a 360-degree view of salon activity, tracking over 1,000 master brands, viewable to the item level. Contact us to see Kline PRO in action.